Public Relatons Volvo Case Study
"Best Drive in the Game"
In 1996, Volvo Trucks North America confirmed its worst appearance in the company's 17-year history. Volvo market share had dropped from 11.1 percent in 1995 to 9.1 percent in 1996, and by the end of the year Volvo trucks were ranked sixth among eight. In order to prove the Volvo truck was the best choice for professional truckers, Volvo made the perfect decision to reach its targeted audience. Research of the day-to-day lives of truckers proved a common interest-Super Bowl XXXII. Volvo became the first truck manufacture to advertise during the Super Bowl. Volvo hired Carmicheal Lynch Public Relations and Carmicheal Lynch Advertising to handle the account.
Research
Research revealed the Super Bowl is the most-watched sports event among trucking professionals. More than 60 percent of trucking professionals stop to watch the game. "Smart Business" was identified as the most sought-after factor to re-build the Volvo name. The CLS research team......
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Approximate Word Count: 888
Approximate Pages: 4 (250 words per double-spaced page)
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Public Relatons Volvo Case Study
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Public Relatons Volvo Case Study
Public Relatons Volvo Case Study. "Best Drive in the Game" In 1996, Volvo Trucks
North America confirmed its worst appearance in the company's 17-year history. ...
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